The Impact of Search Engine Optimization (SEO) on Online Sales in the Retail Industry

Vishal Vikramsingh Vaghela

Master's thesis

Abstract:

This thesis discusses the key role of Search Engine Optimization (SEO) in the online retail industry’s sales arena. By conducting a detailed investigation using both qualitative and quantitative analysis techniques, the study reveals the complex link between different SEO tactics and primary business indicators, including e-commerce conversions, consumer behavior, and purchasing decisions. Through qualitative analysis, it is evident that the use of SEO strategies, such as keyword optimization, link building, and content creation, is crucial in improving visibility of a website, as well as the attraction of organic traffic. Experts’ interviews illustrate the practical implementation of SEO techniques and their effects on online trade sales. Thorough quantitative research has shown solid connections between the SEO themes and core online core business metrics, underlining the essential part of SEO in the uplift of sales. Most importantly, keyword optimization comes up as the main factor in getting new visitors, where as link building and content optimization impact sales parameters. The results highlight the need for retailers to continually innovate their SEO strategies to fit the changing consumer behavior and market preferences. The practical recommendations include the identification of the relevant keywords, implementation of the high-quality link building techniques, and keeping abreast of the latest SEO trends. All in all, this study gives crucial information about SEO in retail industry, and provides practical recommendations to retailers looking to increase the performance of their online sales in the highly competitive digital marketplace.

Keywords

Search engine optimization, Online sales, Retail industry, E-commerce, Digital marketing, Marketing strategies, Keyword optimization, Link building

Language used: English

Date on which the thesis was submitted / produced: 28. 3. 2024

Thesis defence

• Date of defence: 5. 6. 2024
• Supervisor: Ing. Petr Benda, Ph.D.
• Reader: Barbora Bendová, externi

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme:
Informatics